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JW's is the place where the locals go in the tourist town of Grand Haven, Michigan. In fact, they have earned the reputation for being the Cheers… Read More

JW's is the place where the locals go in the tourist town of Grand Haven, Michigan. In fact, they have earned the reputation for being the Cheers of Grand Haven. This menu project began with a menu strategy consultation where we determined which menu items performed the best, and which were the most profitable. After pruning off a few unpopular and unprofitable items, we decided which menu items we would like to sell more of. We used this to position each menu in the new layout and to create a shoot list of our featured items. We partnered with photographer Kelli Ann VanDonkelaar and provided art direction and food styling during the shoot.
Neutral tones, depending on the spread, convey a sense of class and down-to-earthness while the type face, Arvo sets the tone as a modern and approachable. Light uses of red and burgundy guide customers through the information hierarchy. Japanese dots are used as a loose representation of the stitching found on the edge of linens. The Chicago grammar style was used to determine the capitalization rules for food items.
The menu, like the restaurant serves two personalities. The Entrees and Small Plates page reflects the dinning room side of the restaurant. The final spread features more casual cuisine to appeal to the restaurant's pub side patrons. Of course the same menu is available to patrons no matter which atmosphere they dine in. Read Less

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JW's is the place where the locals go in the tourist town of Grand Haven, Michigan. In fact, they have earned the reputation for being the Cheers of Grand Haven. This menu project began with a menu strategy consultation where we determined which menu items performed the best, and which were the most profitable. After pruning off a few unpopular and unprofitable items, we decided which menu items we would like to sell more of. We used this to position each menu in the new layout and to create a shoot list of our featured items. We partnered with photographer Kelli Ann VanDonkelaar and provided art direction and food styling during the shoot.
Neutral tones, depending on the spread, convey a sense of class and down-to-earthness while the type face, Arvo sets the tone as a modern and approachable. Light uses of red and burgundy guide customers through the information hierarchy. Japanese dots are used as a loose representation of the stitching found on the edge of linens. The Chicago grammar style was used to determine the capitalization rules for food items.
The menu, like the restaurant serves two personalities. The Entrees and Small Plates page reflects the dinning room side of the restaurant. The final spread features more casual cuisine to appeal to the restaurant's pub side patrons. Of course the same menu is available to patrons no matter which atmosphere they dine in.